Famous Grouse revamps packaging

The Famous Grouse has revamped its packaging for its blended Scotch whisky.

The new design, marks the start of a new campaign for the brand in the UK backed by significant investment from Maxxium UK, as the brand enters its 30th year.

The new activity is timed to launch over the summer to support both the on and off-trade, and draw on the brand's rich heritage.

It will see the brand's icon, the red grouse, take a more prominent bottle position.

Chris Anderson, marketing manager, Maxxium UK, said: "The new packaging will deliver added stand-out both in bar and on shelf for The Famous Grouse, with the brand icon, the red grouse, becoming the real hero of the pack.